Princeton National Rowing Association

Rowing to excellence

The Princeton International Regatta Association had developed into more than simply a racing venue – it had become a world-class training site compete with state-of-the-art rowing equipment and well-equipped workout facilities. How would this international center of rowing excellence become better known, understood and visually recognizable?

Challenges

Incorporate and support the new name with a distinguished and relevant identity

Visually communicate that the association provided a place for athletes to learn, thrive, compete and achieve their full potential

Create a memorable, flexible and unified graphic system

Actions

Conducted interviews with key stakeholders to understand association’s mission, strategy, audiences and competition

Created a new name that better described the association’s strengths

Created a new identity for Princeton National Rowing Association that communicates the organization’s rich heritage and pride while maintaining a contemporary feel and an implication of momentum

Designed a unique symbol that balances a traditional oar shape which is found within the “P” and a modern hatchet oar in the outerform of the P.

Utilized Princeton blue and Princeton red as the primary identity colors